Consumers feel some reviews are “too good” – they are right
Businesses feel good reviews are needed – they are also right
“Consumers want to see some mixed reviews to ensure that they’re not being manipulated by fake reviews. The lessons here for marketers are: 1) welcome critical reviews 2) address them in a sincere and not perfunctory way 3) make sure to focus on multiple, relevant review sites as consumers seek validation to protect themselves against fraud.”
For your business, this means encouraging reviews, but don’t buy them. Offer easy access to alternative review sites for your services and general business reputation – Yelp, Google My Business, Facebook being the current standbys. Product reviews on your own ecommerce site if you have one and Amazon reviews if you sell there.
As always, Search Engine Optimization (SEO) for your business is a process, not an event. Once you get your business to show up in a search, you need the online material, including reviews, to make the sale.